This elective module explores the communications tools used by organisations and requires students to have a grounded understanding of marketing principles addressed in year 1 and 2. Lectures will focus on the marketing communications function and will cover aspects such as: communication theories; understanding organisations’ and consumers’ needs; corporate marketing communication strategies, public relations and advertising; the role of the communications’ regulator; the creative process from idea to implementation; integration strategies and evaluation of marketing effectiveness to inform strategy.
To achieve credit for this module, students must be able to:
- Distinguish the effectiveness of marketing communication tools for different audiences.
- Analyse and apply key marketing communication issues to a brief.
- Develop a strategy as a result of a creative process.
- Design and evaluate an integrated marketing communication strategy and campaign for services and/or products.
|Coursework||Individual Project Report||60%|
Assessments may differ in 2021/22 due to adjustments for Covid-19. Please check Gateway for the latest regulations.